Storytelling For Crowdfunding
Storytelling by its mere definition uses the power of stories to communicate a phenomenon, an idea, reality or a concept. Fundraising is a challenge in itself because you are trying to compel your donors to sympathize with you and convert that feeling into a monetary donation, especially when there is nothing in it for them.
Studies also show that donors tend to give twice as much when presented with a story about an affected individual, as opposed to reading huge abstract numbers of the overall scope of a problem. – Fundraising123.org
There are 2 ways in which storytelling can be used in crowdfunding campaigns – Campaign Videos and Non-fiction short films/documentaries.
A non-fiction short film shows the real story with a character as the focal point. Since our growing up years, we have been able to relate to the central character of a story more than following someone’s monologue. It’s human nature and non-fiction films appeal to that human nature way more, pushing donors to convert.
Flow Of A Non-fiction Short Film For Crowdfunding
There are many ways in which a non-fiction short film can be made. But the ones surrounding a real person do better.
- Highlight the problem firsthand and show where the gap lies
Zero in and bring out the problem upfront in the early stages of the film. This can be shown either in an interview format with the central character or through a background narration supported by visuals and texts.
Types of Stories. Courtesy: ROHANPOTDAR Creative Media LLP
“Desire must be clear, specific, and definite.” – Mark O’Bannon
- Introduce the donors to your beneficiaries
Use the concept of Identifiable Victim Effect by letting your donors know who the beneficiaries are. Donors who know where their money will be used and by whom, tend to donate more.
- Tell them about your impact model
Now that you have sliced and diced the problem and introduced the affected community, show them what YOU are doing to solve this problem. Explain your impact model and all the steps involved in it.
More than just numbers, donors invest in organisations that reflect their own personal values and worldview. – Fundraising123.org
- Share success stories
Share some success stories by filming real people who have reaped the benefits of your program by showing the story of their life. Let the donors hear about your impact, first hand, from the people whose lives have changed because of you.
- Enthrall them
Season the film with good background music, compelling narration techniques and video production skills to make it more sell-able.
Non-fiction Short Films Used For Crowdfunding
Humans of Bombay
Humans of Bombay, inspired by Humans of New York photo project, that captures the stories of people from different walks of life in Mumbai. On this Women’s Day, in partnership with Purnata, Humans of Bombay launched a fundraiser to rescue and support the victims of Human Trafficking. Here’s the short film they used, in their campaign.
A feature documentary by Shashwati Talukdar and Cheryl Hess, Marriage Cops takes you inside the marriage counseling and resolution cell run entirely by women police officers in Dehradun, India. A helpline and a counseling center, this initiative is now famous all over North India for their effective domestic problem resolution rate. The fundraiser is to raise funds for the making and promotion of this documentary. Check it out here.
Project Renewal – Tackling the problem of Homelessness in USA
Project Renewal, a non-profit organization based in New York, USA is working towards solving the problem of homelessness through various initiatives. In this short film used for their crowdfunding programme, Project Renewal tells their story through the life of Lisa, one of their beneficiaries, a homeless who could build her life back from nothing.
At Creatively Unsettled we believe that storytelling tugs at your heart with a strong emotion, pushing you to take an action. Documentaries and non-fiction short films display the right mix of all ingredients required to communicate the cause of the organization.
Check out our exclusive ebook on Storytelling for Social Good Brands.